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Hi @Pkoh Patrick, it really sounds like this pup would benefit from a visit with a veterinarian or veterinary behaviorist if he is not making progress and you’ve tried changing treats, using DAP (adaptil), thundershirt and other common trainer tools for reducing anxiety. Trauma isn’t healed by force, as we know – so continuing to push this dog into situations he doesn’t want to go is not going to help his trust grow. Perhaps he found the “cheering” to be aversive?
In any case, please encourage the owners to consider talking with their veterinarian, at least. If you are looking for a board certified veterinary behaviorist in your area, you can visit this link.